The seven-year agreement, which begins in 2028, almost doubles the value of the current rights deal and guarantees the game’s financial future. Nine will continue broadcasting marquee events including State of Origin, the Grand Final and three live games each week, while Foxtel and Kayo retain every live NRL and NRLW match, giving fans comprehensive coverage across multiple platforms.
But beyond the eye-watering price tag, one aspect of the deal has generated enormous interest in the digital space.
For the first time, the NRL has openly acknowledged that content creators and clubs will have greater access to game footage to create content for fans. While the finer details are still to be announced, it’s a significant change in philosophy - and a change that will be wholeheartedly welcomed.
Until now, creators have largely walked a tightrope. Podcasts, YouTubers and social media pages could discuss the game all they liked, but using broadcast footage often resulted in copyright claims, videos being muted or removed, or revenue being redirected to rights holders.
In simple terms, the NRL appears to recognise what many fans already know – independent creators have become one of the biggest drivers of engagement in modern sport.
Thousands of supporters now consume rugby league through podcasts, TikTok, YouTube, Instagram and Facebook just as much as traditional television.
Allowing creators to legally incorporate game footage into analysis, reactions and storytelling has the potential to make that content richer, more engaging and more accessible.
For clubs, it opens another opportunity to strengthen connections with supporters. Expect more creative behind-the-scenes content, tactical breakdowns, player features and digital storytelling that simply wasn’t possible under previous restrictions.
Players also stand to benefit. Greater exposure across social media means more opportunities to build personal brands, attract sponsors and connect directly with fans, particularly younger audiences who consume sport almost entirely through short-form content.
Content creators being allowed to use game footage would increase the quality of analysis.
Of course, there are still questions to answer.
The NRL hasn’t yet released the exact guidelines around how much footage creators can use, whether licences or accreditation will be required, or what monetisation rules will apply.
Copyright protections remain firmly in place, meaning creators shouldn’t assume they can simply upload match highlights without permission.
For fans, the outlook is largely positive, although there is one lingering concern.
While the NRL has insisted affordability was a key consideration during negotiations, many supporters are understandably wary that subscription prices for Kayo and other streaming services could continue to rise over the life of the deal.
As live sport becomes the biggest driver of streaming subscriptions, some fans fear they’ll ultimately foot the bill through higher monthly costs.
The league has stressed that free-to-air coverage remains protected, with Nine retaining State of Origin, the Grand Final and three live matches each round, ensuring the game’s biggest moments remain accessible without a paid subscription.
Nevertheless, supporters wanting access to every NRL and NRLW match will still need a Foxtel or Kayo subscription, making the cost of following the game closely an ongoing talking point.
Despite those concerns, the enormous financial injection provides greater security for clubs, more funding for grassroots rugby league, continued investment in the NRLW and confidence for future expansion.
It also strengthens the game’s ability to attract and retain elite talent while giving clubs greater certainty when planning for the future.
Ultimately, this deal isn’t just about television anymore.
It’s about recognising that in 2026, fans don’t simply watch rugby league—they discuss it, analyse it, react to it and share it online.
By embracing content creators rather than working against them, the NRL has an opportunity to amplify its reach well beyond the 80 minutes on the field.
If the governing body delivers a sensible, creator-friendly framework, this could prove to be one of the smartest and most forward-thinking aspects of an already historic broadcast deal.
Matt Attard is a freelance rugby league writer, disability support worker and host of the Pack Mentality podcast. A lifelong Bulldogs supporter, he is passionate about telling the stories behind the game, from grassroots to the NRL, while championing mental health and the people who make rugby league special. You can read all of his content here and contact him on LinkedIn.
